CASE STUDY
CUSTOMER PROFILE
Executive Summary
As the Domino’s brand grows, managing franchise territories has become more
complex and the risk of inadvertently creating territory conflict has escalated. To
overcome this, Domino’s implemented a software solution that simplified territory
identification and allocation, as well as improving the overall customer experience.
Domino’s Pizza Enterprises
Ltd (Domino’s Pizza) is the
largest pizza chain in Australia
in terms of both network store
numbers and network sales.
Domino’s Pizza now extend
across – Australia, New Zealand,
Belgium, The Netherlands,
France and Japan.
Business Challenge
When a franchisee invests in a new business, their contract will set out the territory
and number of homes within that territory. Franchise areas and associated
purchase prices are determined by the number of reachable households, overlaid with socio-economic data. One of the major issues that franchise businesses
encounter is territory disputes. To minimise this risk Domino’s must ensure that
the territory data is accurate and therefore needed a solution that allowed it to
easily manage its territories and keep them up to date.
Domino’s has historically used Australian census data to determine territories.
As the census data is only updated every five years the data quickly becomes
out of date and does not keep up with rapid changes in the urban landscape.
As well as causing territory disputes, a lack of accurate data can also negatively
impact franchisees’ businesses, through lost customers and poor customer
service. A lack of up to date data can also make a business less attractive to
potential new franchisees.
Previously, to determine the serviceable addresses within a territory for a new
franchise, Domino’s would take the UBD® street directory data, plot the territory
and manually add all the streets to a spreadsheet which was then sent to the
store to use as a reference. This would take around two weeks to complete and
was rarely updated. As only listed addresses are permitted to be serviced by the
franchised store, any unlisted addresses would have to be manually processed.
This could lead to potential revenue loss and a poor customer service experience.
Staff would often enter new address details into the system themselves, which
were then shared with the main Domino’s database. This resulted in a lot of ‘bad’
or incomplete data being input.
“
With some areas
rapidly expanding and
developing, it is vital
that Domino’s has an
up-to-date view of its
franchise territories.
Pitney Bowes Software
has let Domino’s
update its territories
as required. Accurate
territories mean we
do not waste time and
energy marketing to dead
addresses or missing out
on new opportunities.
It also minimises any
territory disputes.
”
Wayne McMahon, CIO,
Domino’s Pizza
Solution
Pitney Bowes Software (PBS) implemented a solution that lets Domino’s quickly and
easily govern its territories in order to achieve its five key objectives:
CASE STUDY
TECHNOLOGY USED
1.increase store revenue
2.improve customer delivery reach
To simplify Domino’s territory
identification and allocation, a
custom solution was developed
which included the following
products:
3.improve customer experience
4.internal productivity boost
5.reduce the legal risks associated with territory disputes.
Territory Disputes: PBS provides extensive, certified address validation technology.
This ensures the most up to date and accurate data is being fed into the franchise
process, avoiding issues further on in the tender and franchise management
processes.
Territory Creation: The PBS solution now means addresses within a territory are
determined within minutes, as the system automatically lists all addresses within
a boundary. A new list is generated every quarter (or on-demand) allowing for
territory adjustments due to fluctuations in the number of houses in a territory.
Delivery reach and data quality: PBS has also increased Domino’s delivery reach
by providing up to date street information from a validated source. The ability to
keep up to date with any new builds, demolitions and changes to building use on a
quarterly basis allows more targeted communications. This saves money on wasted
direct marketing to addresses that no longer exist.
•MapInfo Professional
•Spectrum Technology Platform
•Quality spatial data for Australia
and New Zealand
•MapInfo StreetPro
•Integration with SQL Server
Spatial.
Customer delivery: PBS has also interfaced the new address information with
Domino’s telephone and online delivery services. On entering an address in the
system, it now points a customer towards their nearest store.
Results and Benefits
Implementing the Pitney Bowes Software solution has benefitted Domino’s by:
• streamlining the process of planning franchise territories and reducing the
associated time requirement
• allowing Domino’s to manage and update territories more quickly and easily
• reducing the amount of revenue lost through ‘dead’ or unknown addresses
• improving the customer ordering experience
• improving internal productivity by removing barriers to processing orders.
“
We are confident the
changes we have
implemented with the
help of Pitney Bowes
Software will not only
help improve productivity
through saving valuable
time, but will also see an
increase in revenue for
both Domino’s and our
franchisees.
”
Wayne McMahon, CIO,
Domino’s Pizza
For more information call 02.9437.6255 or visit us online: www.pitneybowes.com.au/software
ASIA PACIFIC/AUSTRALIA
UNITED STATES
EUROPE/UNITED KINGDOM
CANADA
+61.2.9437.6255
pbsoftware.australia@pb.com
pbsoftware.singapore@pb.com
+1.800.327.8627
pbsoftware.sales@pb.com
+44.800.840.0001
pbsoftware.emea@pb.com
+1.800.268.3282
pbsoftware.canada.sales@pb.com
Pitney Bowes Software, Inc. is a wholly-owned subsidiary of Pitney Bowes Inc. Pitney Bowes, the Corporate logo, MapInfo Professional, Spectrum Technology Platform and MapInfo StreetPro are [registered] trademark of Pitney Bowes Inc. or a subsidiary. All other
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